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ESOMAR Congress 2023 Paper

September 22, 2023

ESOMAR Congress Papers 2023

Karen Chandler

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If, after all of our posts, you’re interested in reading the full paper behind our ESOMAR Congress 2023 presentation ‘The New Marketing Renaissance’, you can find it below.

The New Marketing Renaissance: The merging of creative work and scientific evaluation of communication‘ was co-authored by Karin Haglund, Cajsa Wirén, Oliver Engist, Hugo Englund, and Thomas Berthelsen. It looks into how new techniques can be applied to Marketing Mix Modeling to specifically measure creative quality, thereby providing insights on how this quality relates directly back to market effectiveness. If you have any questions, do please get in touch.